Benihana SWOT Analysis, USP & Competitors

Benihana Inc

Parent Company

Benihana Inc

Category

Restaurants

Sector

Food & Beverages

Tagline/ Slogan

At Benihana, it's not just a meal, it's an experience

USP

Japanese Steakhouse  - theme and sushi dining

Benihana STP

Segment

People looking for fine dining , authentic and traditional Japanese food

Target Group

Upper middle class and business professionals

Positioning

Japanese theme and sushi dining

Benihana SWOT Analysis

Strengths

1. Strong brand name –charge a premium for products

2. hibachi tables with well-trained chefs cooking in front of customers

3. Limited menu, which resulted in reduction of food storage and wastage costs
4. Market Leader in Japanese theme and sushi dining with approx 100 restaurants in over 20+ countries

5. Over 5000 people are employed with the brand worldwide

Weaknesses

1. The company’s small-cap status means it's growing from a much smaller installed base
2. Franchise model limits the level of authenticity, hence not 100% authentic in its food and connoisseurs of Japanese

Opportunities

1. Lower priced food could be sold at side tables to service people not interested in the show / pressed for time
2. Extend menu offerings

3. Global expansion in emerging economies as well as more advertigin to boost brand recall

Threats

1. Franchise model poses limitations of consistency of experience
2. Niche target market – sushi lovers means limited market

3. Unorganised market as well as growth of competitors

Benihana Competition

Competitors

1. P.F. Chang's China Bistro, Inc.
2. The Melting Pot Restaurants, Inc.
3. McCormick & Schmick's Seafood Restaurants, Inc.